Case Study – Paving Contractor – Prince George, BC

From Invisible on Google to Jobs Over $10,000

Epic Pavement had a website that looked unfinished, ranked for almost nothing, and had zero tracking installed. Two months of billed work later, the site holds first-page positions for its core services, gets recommended by ChatGPT and Google’s AI, and the website is generating requests from ready-to-hire customers.

SCOPE: Website redesign · on-page/Off-Page SEO · AEO · Google Business Profile Optimization · Local SEO

  • Timeline: Mar – May 2026

  • Billed work: 2 months

  • Investment: under $3,000

  • region: Central and Northern BC, Canada

  • Platform: Squarespace

0 X

more traffic overall

0 %

stronger engagement

01 – The Client

From Invisible on Google to Jobs Over $10,000

Epic Pavement is a paving and asphalt maintenance contractor in Prince George, BC, founded and run by Dennis Kuebler. The company handles parking lot line painting and cleaning, asphalt repair, crack filling and snow removal for commercial and residential properties across Central and Northern BC.

Northern BC gives a paving contractor one short season to win the year. If the website is not pulling its weight when that season opens, the year starts behind.

Epic Pavement, paving contractor logo

02 – The Problem

Dennis had a website. It just was not doing what it was supposed to do.

When I ran the initial audit in March 2026, here are the main problems I found:

Epic Pavement technical SEO audit showing high-priority issues before optimization
Initial technical audit for EpicPavement (A) – High Priority

The Old Site Looked Busy. The Important Work Was Buried.

Click each marker to see what was holding the website back

Before redesign Original website
Select a marker
Original Epic Pavement website before the redesign
Selected finding 01 / 06
Audit focus Hero message
Website audit Before redesign
Missed opportunity

An unfocused first impression

The opening headline tried to describe too many services and locations at once. Visitors had to work to understand the main offer.

What I changed

I rebuilt the opening section around a clearer service promise, stronger hierarchy and one obvious next step.

The website was weak. Search visibility was worse.

Epic Pavement had almost no visibility for the searches and locations that could produce real work.

See Search Performance Before the Work
Google search results showing weak Epic Pavement visibility in Prince George before SEO work
Main Location Search Performance Overview – weak service specific pages, home page is shown instead, no brand recognition.
Google search results showing no Epic Pavement visibility in Vanderhoof before SEO work
Second biggest city after primary location – no business presence at all
Google Maps results showing Epic Pavement had no business profile before optimization
No Google Business Account
  • Zero measurement. No Google Search Console. No Google Analytics. No way to know what was working, because nothing was being tracked at all.
  • Invisible for money keywords. Searching “snow removal prince george” in incognito – Epic Pavement was nowhere on the first page. Competitors with weaker services were taking those calls.
  • 22 high-priority and 137 medium-priority SEO issues flagged by a full technical crawl – missing meta descriptions on 19 pages, no H1 on the homepage itself, duplicate titles across service pages, no structured data.
  • A homepage working against the business. No brand system. No header logo, no favicon and nothing memorable to recognize. The homepage used generic stock images, repeated calls to action, no founder story and no meaningful trust signals. Contact information was buried on a separate redirecting page.
  • Important services needed stronger pages with clearer intent and calls to action.
  • Location coverage was thin across the actual service area. No business presence across other major locations.
  • No properly configured Google Business Profile.

The bottom line: a real company doing quality work, presented online like a placeholder. Customers could not find it, and when they did, the site gave them little reason to call.

03 – The approach

A five-stage road — foundation before expansion.

Competitor Overview

Mapped the money keywords, the local competitors, and the SERP + AI landscape – city by city, term by term.

Full Site Review

Audited structure, UX, page performance and measurement – a Serpstat crawl, PageSpeed, and a Google Business Profile check to find every leak.

Core SEO Fixes

Technical and on-page cleanup: region, titles, meta, headings and paragraph structure, redirects, broken links – and a sitemap submitted to Google and Bing.

Service & Location Build

Rebuilt the five service pages and built a location-page network plus project highlights, so Epic could own each city – not just the home town.

Ongoing Growth

Answer-engine optimization, Google Business Profile, structured data, content and a measurement loop – the machine that compounds the gains.

04 – What i built

I turned an unfinished website into a complete local growth system.

Every part of the website was rebuilt around four jobs: explain the services, establish trust, get found locally and turn visits into quote requests.

A website that matched the business

I replaced the unfinished presentation with a consistent visual system, real project photography, a founder story, named testimonials and recognizable client logos.
Epic Pavement finally looked online like the established contractor it already was offline.

A clearer path to requesting a quote

I moved the contact form onto the homepage, strengthened the calls to action and gave every major service a consistent page structure.
FAQs, related-service links and clearer navigation helped customers find what they needed without digging through the site.

Dedicated pages for high-value services

Instead of asking one general page to rank for everything, I rebuilt the site around the services customers actually search for.
Line painting, asphalt repair, crack filling, parking lot cleaning and snow removal each received clearer content, stronger search targeting and a direct next step.

Local reach beyond Prince George

I built dedicated service and location pages for markets across Central and Northern BC, supported by pages featuring completed projects.
Google now had a relevant page to show for each service and city instead of one generic website competing everywhere.

A foundation built for Google and AI

I cleaned up titles, descriptions, headings, broken links, redirects, images and page structure. I also added structured data that clearly explained the business, its services and the areas it serves.
That same foundation helped Epic Pavement become easier for Google, ChatGPT and Gemini to understand and recommend.

Measurement from the first click to the inquiry

I connected Google Analytics, Google Search Console and Microsoft Clarity so traffic, search visibility and visitor behaviour could finally be measured.
For the first time, decisions could be based on real searches and customer actions instead of guesses.

05 – the results

The rebuild started producing results when the paving season opened.

Paving is brutally seasonal in Northern BC — the business runs on spring-and-summer demand. That’s exactly where the growth landed: May 2026 was the single biggest traffic month in the site’s history, and the website entered the 2026 paving season with its strongest traffic on record.

direct year-over-year comparison

May traffic was nearly 3x higher year over year.

Overall visits rose from roughly 107 in May 2025 to about 311 in May 2026.
Search-only traffic followed the same pattern, climbing from 40 to 115 visits.

Page-one rankings — core money terms

asphalt repairs prince george
615 impressions		Average Google position: 1.8
asphalt paving vanderhoof
517 impressions		Average Google position: 2.4
asphalt repairs quesnel
516 impressions		Average Google position: 2.5
See Search Performance After the Work
Google Maps results showing Epic Pavement had no business profile before optimization
Google Search Performance Overview After Optimization Work Is Done- “asphalt repair quesnel”
Epic Pavement ranking in Google for parking lot painting in Williams Lake
Google Search Performance Overview After Optimization Work Is Done- “parking lot painting williams lake”
Epic Pavement ranking in Google for parking lot painting in Grande Prairie
Google Search Performance Overview After Optimization Work Is Done- “parking lot painting grande prairie”
Epic Pavement ranking in Google for asphalt repair in Fort St. John
Google Search Performance Overview After Optimization Work Is Done- “asphalt repair fort st john”

The modern win — AI answer engines

  • ChatGPT

  • Google Gemini

When people ask AI assistants who to hire, Epic Pavement now shows up in the shortlist — by name, with its strengths described — for the market’s highest-intent queries:
“best asphalt repair Prince George“
“best parking lot painting Prince George“
“best snow removal Prince George“

This is where local search is heading. Epic isn’t just indexed — it’s recommendable to the models that increasingly sit between a customer and a contractor.

See AI Performance After the Work
Google Gemini recommending Epic Pavement for snow removal in Prince George
Gemini AI Search Performance Overview – “best snow removal prince george”
Google Gemini recommending Epic Pavement for asphalt repair in Prince George
Gemini AI Search Performance Overview – “best asphalt repair prince george”
ChatGPT recommending Epic Pavement for asphalt repair in Prince George
ChatGPT Search Performance Overview – “best asphalt repair prince george”

06 – In the client’s words

I’m very happy with the results. I’ve been getting a lot of requests through the website — and have landed a few jobs, some of them over $10,000.

Dennis Kuebler, Founder, Epic Pavement

Oleksandr Savchenko, digital marketing specialist for trades

Search visibility became inbound requests, and those requests became several jobs, including projects worth more than $10,000. With an investment under $3,000, one of those jobs was worth several times the entire engagement.

If your trade business is invisible for the searches that should be feeding your season, I will find out why.

I will look at your website, rankings and market, then tell you what is worth fixing and what is not. No junior account manager. No handoff. Just me.

Contact Me

*Results shown are from a single client engagement and are not typical or guaranteed. Your market, competition, and starting point will differ.

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